TORONTO, Nov. 19, 2015 /CNW/ - TV continues to dominate millennials' media lives. Despite the popularity and hype around video services such as YouTube and Netflix, the latest data gathered from around the world show how popular TV remains with younger generations.

To mark World Television Day on Saturday 21 November, TV organisations from around the world have brought together the latest statistics to reveal how millennials' relationship with TV looks today. With data from 10 countries – including the US, Canada, Australia, Germany, the UK, and France – the insights show how much TV millennials now watch, how it is the dominant form of video in their lives, how important the TV set remains, the huge reach of TV, and their attitudes towards TV advertising.

Millennials watch hours of TV a dayAlthough different countries measure and report TV consumption in different ways, what is clear from statistics from across the world is that young people are watching a lot of TV:

In the USA, 18-24s watch an average of 2 hours, 33 minutes of TV a day, 25-34s watch an average of 3 hours, 50 minutes a day (source: Nielsen, 'Total Audience Report', Q2 2015)

15-34s in Ireland watch an average 2 hours, 25 minutes of TV a day. 86% of this is watched live (source: Nielsen, Jan-Oct 2015)

16-34s in the UK watch 2 hours, 23 minutes of linear TV on a TV set a day (source: BARB, H1 2015)

TV dominates Millennials' video worldSome new video services, such as Netflix and YouTube, have gained popularity in recent years. The data gathered from different countries shows their popularity among younger generations relative to TV:

TV accounts for 65% of 16-24s' total video consumption in the UK; 7% is YouTube and 4% is Subscription VOD services such as Netflix (source: Thinkbox, 'Truth about youth', 2015)

18-34s in Canada spend 7.6 times more time watching TV each week than they do on YouTube (19 hours vs. 2.5 hours), 17 times more time with TV than with Netflix (1.1 hours) and 3.3 times more with TV than they spend on Facebook, Instagram and Twitter combined (5.2 hours/ 0.4 hours / 0.2 hours respectively) (source: Digital: comScore Media Metrix; Multi-Platform; Sept 2014 - Aug 2015)

TV accounts for 41% of 14-24s' media day in the UK. The next most popular media activity is social networking/messaging, which accounts for 15.7% (source: IPA Touchpoints, 2014)

In the USA, 18-34s spend more time online with ad-supported TV brands than with Google, AOL, MSN and Yahoo! combined or with Facebook. On average, 18-34s in the US spend 39 minutes a month watching TV online compared with 25 minutes with Google/AOL/MSN/Yahoo! and 23 minutes with Facebook (source: Nielsen Npower Live+7 July 2015 P18-34/ VAB analysis of comScore duplicated July 2015 data, mediametrix, multiplatform A18-34)

38% of 15-34s in Belgium say TV is the medium they would miss the most compared to 16% for social networks (source: TNS, 'La perception des médias', 2015)

For 18-24s in Australia it is a similar picture: 60.9% with broadcast TV on a TV set, 21.9% on laptops, 12.5% on smartphones and 4.7% on tablets (source: 'Australian Multi-Screen report Q2 2015')

The TV set is by far the most popular device for 15-34s in Finland. 60% of their time spent watching TV and other video content is on TV sets (source: Nelonen media/TNS Gallup, 'The Future of TV May', 2015)

99% of 13-34s in the Netherlands own a TV set (source: VIMN/BrandDeli, 'TV (Re)defined')

Similarly, in Germany, 76% of 14-25s' total video contact continues to happen on the TV set (source: IP Fourscreen Touchpoints, 2014)

In Sweden, 51% of 18-34s' prefer to watch any video content on a TV set, 33% prefer a laptop, 10% prefer a tablet and 5% opt for their mobile device (source: Reklamkraft, 2015)

TV reaches Millennials like nothing elseTV is the world's most popular medium for every age group. In an average week, TV reaches:

Millennial attitudes to advertisingThe data also shows that Millennials are more favourable towards TV advertising than other forms:

16-24s in the UK find TV advertising more enjoyable, memorable and humorous than any other media. 54% enjoy TV advertising, compared to 16% for social media; 69% say TV advertising makes them laugh, compared to 24% for social; and 73% say TV advertising is memorable, compared to 17% for social media (source: Ipsos Mori, 'TV Nation', 2014)

65.7% of Italian 18-34s of 18-34s claim they pay attention to TV advertising. They also consider it to be more useful than the average population (source: Gfk Eurisko, 2015)

In Canada, 18-34s say they are most likely to pay attention to advertising on TV than other media: 39% picked TV, compared to 12% for Social Networks and 2% for mobile. They also chose TV as the form of video advertising they are most likely to watch: 64% for TV compared to 7% for phone, 11% for tablet and 16% for computer (source: Omnivu survey, 2015)

TVB Canada is the trusted and authoritative voice advancing the power of television advertising in Canada. Through leading-edge research and education, TVB helps marketers optimize their use of television to achieve their business objectives. TVB's members are local and national broadcast and specialty networks covering over 95% of the Canadian TV market.